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|Other Titles:||Brand Marketing, Brand Equity, and Parents' Behavior Intention at Kindergartens|
Department od Education, NTNU
The purpose of this study was to explore the current status of brand marketing, brand equity, and parents' behavior intention at kindergartens, as well as to assess the correlation between these variables. A survey was conducted using self-edited questionnaires ,and then data were analyzed. 1200 directors, child-care workers ,and parents from 100 private kindergartens in Taiwan were selected through stratified random sampling, and 735 questionaires were returned with valid responses. It was found that brand marketing, brand equity, and parents' behavior intention were well perceived as a whole. However, there was a significant difference between these dimensions. In pass relations, it was found that brand marketing would affect brand equity, brand equity had an impact on parents' behavior intention, and brand marketing had direct and indirect effects on parents' behavior intention. In general, the structural model of the study could apply to different groups. However, there was a slight difference in partial factor loading. As to background variables, subjects who were “parents at large-scale units with direct managing organization” had better perception of each variable.
|Appears in Collections:||教育研究集刊|
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